3 Tried and True Email Copywriting Tips


If you’re an eCommerce entrepreneur and don’t necessarily come from a writing or marketing background, that word can stir up a lot of anxiety.

What is the best approach? Are there any data-backed methods that have been proven to be better than others?

Well, wonder no more.

In this post, we’ll look at some examples from other marketers and explain why these suggested best practices could work for your emails.

Let’s dive in.

1) Avoid Lengthy Paragraphs

People skim the internet. They don’t read it.

We’ve known this since 1997.

Want updated data? Well, in 2013, Chartbeat analyzed Slate and other websites and found that most visitors scroll through about only 50-60% of an article page.

So, write in short sentences. Break up your copy with lots of headings, line breaks, and bold text.

Test using visuals, gifs, and videos in your emails to see what drives the most click-throughs and engagement.

How it’s done:

Take a look at this example from Noah Kagan’s Summer of Marketing newsletter.

The emails themeselves are long, but they are broken up with short paragraphs and numbers.

Plus, the copy itself is funny and punchy, and it tells you an interesting story that keeps you engaged.

This shows that you don’t have to give up a long form approach to content in email. You just had to do it in a way that makes it easy for readers to follow along.


2) Write for Your Readers

How well do you know your audience?

The key to writing emails that your subscribers are excited about is to write about things they care about and write in a voice they can relate to.

Sometimes what your readers care isn’t directly related to the product you sell. It’s more about the lifestyle.

Chubbies, who essentially sells short shorts for frat bros, is a branding powerhouse.

Their brand is centered around weekend fun, in which you wear the shorts. They’ve built an engaged community (“Chubster Nation”) around this brand, and reinforce it with funny language in marketing copy across channels including email. “Boomshakalaka” and “Skies out, thighs out” are frequently-used phrases.

Their emails certainly promote new styles of shorts, but it’s more about what you do in the shorts (drinking beers, BBQ’s, etc…) and the lifestyle they represent than the actual clothing. They know their audience well, and know that their audience will respond well to this tone.

Take a look, and enjoy:


3) Test Your Way to Consistency

Being consistent with your copywriting helps you build a rapport with your audience and develop your voice.

It also helps build anticipation of what your subscribers can expect to get through your emails.

For example, Clinique seems to stick with just a couple of things in their emails.

First, they consistently use free shipping to entice subscribers to make a purchase online.

Second, they leverage the incentive of “minis”, which are small versions of their products, or a free add-on sample to get people to purchase.

Take a look at some recent emails I’ve gotten from Clinique. Notice a pattern?


The challenge here for new online stores is this: In order to find the thing worth being consistent with, you probably have to be really inconsistent for a little bit. You have to try a lot of different stuff.

But, this testing isn’t just about copywriting itself.

For example, the testing of the free sample products is a lot about generating future sales. In the case of a makeup company, getting a customer hooked on a product through a sample is a perfect strategy for generating a future purchase.

The testing is definitely a lot of work. But the results of that testing can be quite fruitful.

What copywriting tips do you have? Let us know in the comments.


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